Vetements and Maxfield Are Throwing a Street Party—And You’re Invited!

Instagrammers came across an intriguing post last night. Scribbled on a dry cleaning slip stamped “Vetements” was the name Maxfield and tomorrow’s date. “Everyone is welcome—free entry,” it read in the caption below. An email from the label’s CEO, Guram Gvasalia, spelled things out more clearly. Vetements and L.A. boutique Maxfield have teamed up for a pop-up shop–cum–street party in (and presumably spilling out of) the Jean Prouvé structure in Maxfield’s parking lot.

The Maxfield event comes on the heels of last fall’s epic Vetements garage sale in a suburb on the outskirts of Seoul, South Korea; the brand is making a habit of unique one-off events. “Today if you want to buy clothes, you go online and you click a button. If you go to a physical location you are searching for experience,” Gvasalia writes. “With the special events we are trying to give this experience.” He goes on, “The event in Korea was underlining the conspicuous consumption of today and proving the purchasing power of an extremely important growing luxury market in Asia. Though at Maxfield’s there will be some special pieces available, selling them is not the central part of the evening. It’s about getting together and looking at clothes from a different perspective, and not necessarily having a need to own them. It’s about experiencing the garments, the surrounding.”

Not have a need to own them? Not likely. The made-for-the-occasion “Beverly Hills” branded pieces are likely to go over big; they speak to the core initiative of the project, which is, Gvasalia says, “to [connect] to the direct consumer, [and] to have the events open to everyone who wants to come and not to limit them to VIPs or the industry people.”

The February 9 sale goes from 8:00 p.m. to midnight at Maxfield, 8825 Melrose Avenue.

It promises to be a busy week at Maxfield; on Saturday Daft Punk moves in for a pop-up shop of their own.